Category: Business News and Views

How effective is paid content? Marketers have been asking this question as media outlets and reporting staffs shrink. Paid outlets are becoming a reliable source to place single-message content with more frequency and more targeting. But will anyone read it?

If you work in public relations, you have probably answered this question a million times: What is public relations? Why do I need it? From where I’m standing, PR feels like the marketing tool that small- and medium-sized businesses understand least. And yet, they can’t do without it.

Whether it is the coveted upper right-hand corner of a Gartner Magic Quadrant or recognition by other industry analysts, independent benchmarking companies or trade show competitions, there is no disputing that being called out as a leader by a trusted party can mean millions to the bottom line. It can also be a make-or-break component in M&A.